Guide to the A. Bernie Wood Papers
Digitized Content

Summary
Collection ID:
NMAH.AC.0962
Creators:
Wood, Arthur Bernie, 1921-1986
Dates:
1942-2001
bulk 1960-1969
Languages:
English
Some materials in Japanese and Spanish.
Physical Description:
10 Cubic feet
27 boxes, 2 oversize folders
Repository:
A. (Arthur) Bernie Wood (1921-1986) was an advertising designer, consultant, and inventor actively involved in the development of the restaurant franchise industry in America during the 1960s and 1970s. Particularly notable is his work with marketing, promotion, and merchandising for the McDonald's Corporation during its formative years.

Scope and Contents
Scope and Contents
The collection documents the post-war development of the franchise business system from an insider's view. Wood participated in almost all aspects of franchising activities from design to ownership. The materials consist of a wide variety of corporate identity elements--primarily visual--developed by Wood under contract to various corporations in the food service industry. Wood delivered his services in design concepts and graphics for advertisers and industrial firms using photo graphics and lithographic media.

Arrangement
Arrangement
The collection organized into seven series.
Series 1: Personal Materials, 1942-1986, undated
Series 2: Business Materials, 1959-2001, undated
Subseries 1: Franchise information, 1961-2001
Subseries 2: Design work, undated
Subseries 3: Reference materials, 1959-1972
Series 3: McDonald's Corporation, 1957-1985
Subseries 1: Background materials, 1963, 1985, undated
Subseries 2: Corporate materials, 1960-1984
Subseries 3: Newsletters, 1960-1964, 1983
Subseries 4: Advertising and marketing materials, 1957-1978, undated
Subseries 5: Packaging, 1964, undated
Subseries 6: Sales materials, 1963, 1964, [1972?], undated
Subseries 7: Drawings, 1960s-1970s
Series 4: Client Files, 1958-1984
Series 5: Patent and Trademark Materials, 1962-1976
Subseries 1: Patents and patent applications, 1962-1969, 1975-1976
Subseries 2: Trademarks, 1964-1970
Series 6: Photographs, Slides and Negatives, 1963-1975, undated
Subseries 1: Biographical, 1964, 1975, undated
Subseries 2: Client Work, 1963-1968
Subseries 3: Slide Presentations, 1963-1969, undated
Series 7: Audio and Moving Image Materials, 1963, 1964, 1968
Subseries 1: Audio Materials, 1963, 1964, 1968
Subseries 2: Moving Image Materials, undated

Biographical / Historical
Biographical / Historical
Arthur Bernie Wood (1921-1986) was born in Council Grove, Kansas. Wood graduated from Central High School in Kansas City, Missouri, in 1939 and subsequently attended several junior colleges and business and trade schools. Wood held a variety of positions in typesetting and lithographic services from 1940 until military service in the United States Navy (1942-1945). In the Navy, Wood served as a Laboratory Technician, 1st Class Photographic Specialist at the Naval Air Station, Glenview, Illinois. While in the Navy, Wood produced patentable material for a photo-litho process for instant printing techniques through photosynthesis. After being discharged from the Navy, Wood worked for an art studio that serviced advertising agencies. This work involved reproduction art, direct mailing services, mail order books, and newspaper art for Marshall Field's. From 1958 to 1960, Wood established the A. Bernie Wood Studio in Chicago to provide finished photographic art for leading advertising and print publications and television.
In 1961, Wood founded Admart, Inc., Advertising. As the president and creative director of Admart, he created, promoted, and merchandised the new fast-food corporate image of McDonald's Carry-Out Restaurants. While working for McDonald's, Wood designed interior food service floor plans, a logotype, direct mailing materials, posters, newspaper mat campaigns, and radio taped productions (1963-1964). Wood obtained several patents--beverage cup holder (1964), candy box (1967), finger-grip food product containers (1967), and a refreshment tray-forming template (1964) and trademarks--"Chick'n-2-Go" (1968);"NEATRAE" (1967); and "Ma and Pa's Country Candy Store" (1966). Wood, and Donald Conley formed Neat Containers Associates to promote the use of "Neatrae" and license it.
In 1965, Wood founded a franchise business called Ma and Pa's Country Candy Stores in Arlington Heights, Illinois, which he owned and operated with his wife Marilyn until 1972. They also owned another unit in Long Grove, Illinois. As the director and co-founder of this franchise, Wood was responsible for creating names, trademarks, copyrights, and image materials. He sold franchise rights to others, and there were other Ma and Pa's Country Candy Stores located in the United States, especially in St. Louis. He also designed store interiors and exteriors for other clients and supervised construction. From 1964 to 1965, Wood was a freelance designer and consultant on design, marketing, and franchising issues for restaurants and drive-ins. Other corporate images designed by Wood include: Prince Castle, Neba Roast Beef, and Friar Fish's Fish and Chips. Wood expressed his goal to design an image/logo as one "that would be recognized and one that would relate to products, packaging, properties, people, procedures and promotion. Put together, these elements communicated and coordinated the corporate image."
Wood also developed the concept Dial "All Wood," the use of a memorable association of letters rather than phone numbers (255-9663) and requesting specific phone numbers from the local Illinois Bell Telephone.
Wood married Marilyn Dewar (1923-1981) on May 27, 1942, in Kansas City, Missouri. They had five children: Ronald W.; Rhonda C.; Randall S.; Rayne Ann; and Rodger L.
Wood died on April 5, 1986.

Administration
Processing Information
Processed by Alison L. Oswald, archivist, 2008.
Author
Alison L. Oswald
Immediate Source of Acquisition
The collection was donated by Rayne Ann Wood, daughter of A. Bernie Wood, on February 25, 2007.

Using the Collection
Conditions Governing Access
The collection is open for research use.
Preferred Citation
A. Bernie Wood papers, Archives Center, National Museum of American History, Smithsonian Institution.
Conditions Governing Use
Collection items available for reproduction, but the Archives Center makes no guarantees concerning intellectual property rights. Archives Center cost-recovery and use fees may apply when requesting reproductions.

Keywords
Keywords table of terms and types.
Keyword Terms Keyword Types
Slides (photographs) -- 20th century Type Search Smithsonian Collections Search ArchiveGrid
Clippings -- 20th century Type Search Smithsonian Collections Search ArchiveGrid
Negatives Type Search Smithsonian Collections Search ArchiveGrid
Transparencies Type Search Smithsonian Collections Search ArchiveGrid
Matchcovers Type Search Smithsonian Collections Search ArchiveGrid
Placemats Type Search Smithsonian Collections Search ArchiveGrid
Stationery Type Search Smithsonian Collections Search ArchiveGrid
Business cards Type Search Smithsonian Collections Search ArchiveGrid
Restaurants Topic Search Smithsonian Collections Search ArchiveGrid
Trademarks Topic Search Smithsonian Collections Search ArchiveGrid
Patents Topic Search Smithsonian Collections Search ArchiveGrid
Business records -- 1950-2000 Type Search Smithsonian Collections Search ArchiveGrid
Advertisements -- 20th century Type Search Smithsonian Collections Search ArchiveGrid
advertising Topic Search Smithsonian Collections Search ArchiveGrid
Franchises (Retail trade) Topic Search Smithsonian Collections Search ArchiveGrid
Photographs -- 1950-2000 Type Search Smithsonian Collections Search ArchiveGrid
Drawings Type Search Smithsonian Collections Search ArchiveGrid
Motion pictures (visual works) -- 20th century Type Search Smithsonian Collections Search ArchiveGrid
Design drawings -- 1950-2000 Type Search Smithsonian Collections Search ArchiveGrid

Repository Contact
Archives Center, National Museum of American History
P.O. Box 37012
Suite 1100, MRC 601
Washington, D.C. 20013-7012
archivescenter@si.edu
http://americanhistory.si.edu/archives